Global Marketing Research process

These are the things that we need to complete and consider when doing marketingresearch

1. INFORMATION REQUIREMENT Here we need to define what is the thing that the company or firm needs to know. For example: Market Orientation - identifying and meeting the stated or hidden needs or wants of customers. Strategic Orientation the course or action that leads to the achievement of firms strategy, goals and objectives Problem Orientation firms problems that need to be solved to give action.

2. Problem Definition Is the process of defining the problems or questions need to be solved based on the needs of the firm or company.

3. Choose unit of analysis

Is the process of defining the scope and limitation of the problem is it byspecific country, region or in global perspective. We need to define this so that wewould know where to obtain the data for our research based on the needs of thecompany.

4. Examine data availability. Can secondary data be used?

In this phase or process of research, we need to know or define if we need tohave secondary data or other sources so that we can fully study or give solution tothe problem. We can ask ourselves with this guide question to determine whetherto use secondary information or not Advantages/ Disadvantages of Secondary data Sources of secondary data Type of problems that can be solved using secondary data5. Now, this is the decision factor

If you choose or your decision is NO, proceed to the Assessment of value of

ResearchIn which you will do cost-benefit analysis or the technique designed to determinethe feasibility of a project or plan by quantifying its costs and benefits.If the cost is higher than the benefits it will give, I suggest just drop the ideaotherwise, proceed in looking for secondary data.

If you choose or your decision is Yes, proceed to the Data Analysis

Remember, Secondary data, is data collected by someone other than theresearcher. Common sources of secondary data for social science include censuses,organizational records and data collected through qualitative methodologies orqualitative research. Therefore we can skip, the Research Design because when canobtain it on our Secondary data

6. Research Design After doing Cost-benefit analysis, we can proceed in Research designing processwhen we need to define the following: Research Methodology o Causal research is conducted in order to identify the extent and nature of cause-and-effect relationships. Causal research can be conducted in order to assess impacts of specific changes on existing norms, various processes etc. Experiments are the most popular primary data collection methods in studies with causal research design. o Descriptive research can be explained as a statement of affairs as they are at present with the researcher having no control over variable. Moreover, descriptive research may be characterised as simply the attempt to determine, describe or identify what is, while analytical research attempts to establish why it is that way or how it came to be o Exploratory research, as the name states, intends merely to explore the research questions and does not intend to offer final and conclusive solutions to existing problems.